In today’s MarketingSherpa blog post, we’ll give you an abbreviated look at some data and resources compiled by the MECLABS Business Intelligence team to help you understand this new and still-evolving customer behavior. What struck me about visiting New York City a few months ago is the sea-change in behavior of office workers.
Website traffic coming from mobile devices increased 84% from Q4 2011 to Q4 2012, according to a report from Walker Sands.
Nielsen also shows mobile growth but breaks it down slightly differently and looks at a slightly different timeframe – July 2011 to July 2012. How you can use this data: First off, this data is a great proof point to secure the budget necessary to reach mobile customers. Second, you can use these mobile growing habits to help grow other, more traditional channels as well. According to research from Forrester, 24- to 32-year-olds, known as Millenials, Generation Y or simply Gen Y, are most likely to own smartphones and use apps. How you can use this data: One of the biggest fallacies is simply everyone uses smartphones.
This is used as a proof point of universal smartphone adoption, but really only shows that lots of marketers use smartphones. As you see in the chart above, while 93% of Americans owned mobile phones, only 50% owned smartphones.
The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. Your brand website and ads should be correctly optimized for mobile in order to take advantage of these growing opportunities. Mobile isn’t just one of the most important channels for marketers to utilize, it is becoming THE most important channel. Mobile usage continues to rise worldwide as consumers purchase more and more smartphones, which is exactly why that growth isn’t stopping anytime soon. With mobile and mobile apps playing such a significant role in the successfulness of a business, let’s take a look at some of this year’s top mobile marketing trends and what they mean for mobile apps and the businesses utilizing them. Because location technology has improved so much this year, companies can better target their audiences.
A great personalized way of doing this is incorporating native advertising into their mobile app marketing strategy. This means businesses looking to better connect with their consumers and market their brand to a wider audience — including several potential clients — should look at ways to use social media apps for ad campaigns.
Businesses are able to capitalize on mobile video platforms to connect with their audiences similar to Facebook.
The craze of 2014 is wearable technology, and we don’t see that craze ending in the near future.
Misfit is one such company that had to make a strategic decision to stay ahead of the curve, and so far its choice has been a good one. Technology advances and people’s wants change every day, which also means mobile trends regularly change and businesses have to keep adapting to these trends. With the world having more than two billion smartphone subscribers, it is no wonder that mobile video ads are also rapidly growing. I think that we can add another mobile marketing trend, which is an increase in the use of mobile analytics tools for optimizing the mobile marketing campaigns.
As the mobile gaming market continues to grow across the globe, in-app advertising is also gaining momentum. With video previews on YouTube and other video-sharing apps continuing to boom, mobile games advertising on such apps is gaining in popularity.
Leveraging the popularity of a game through social media is already a common tactic, and naturally, it makes social media easier to go viral.
It is increasingly becoming a common trend for the major publishers to partner with regional apps that have potential to take attention of global audience.
Ads are shifting their approach and targeting maneuvers, just as devices and apps are also going through rapid evolution.
Major players like King, Microsoft, Google, and Facebook continue to enjoy top positions in the app store ranks. A few prominent trends tell us that in the time to come, rigorous monetization will drive the in-app marketing in more than one way. The old strategy of forcing users to watch ads is no longer effective, and increasingly, ads are going to offer more control to users.
The above mentioned mobile marketing trends in the coming year will help you ensure that ads are going to be more responsive, engaging, and fun rather than forceful marketing maneuvers that users always prefer to pass on.
More: MobileBeat 2016 is focused on the paradigm shift from apps to AI, messaging, and chatbots. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
In this review I will focus on the major trends which we think will be significant in 2013. In this review I picked out what I saw as the major trends in marketing activities and asked readers to vote on what they saw as important. The trends are listed in the poll in alphabetical order, with my list later in this post in order of how I see popularity.
The examples from the start of this presentation like Betfair, Autoglass and Dominos show the impact mobile commerce is having already. We rate a focus on content marketing as more important to marketing success today than social media since successful content creation and amplification supports leads and sales generation and engages existing customers across a wider range of digital channels than social networks. Interacting with customers and prospects via social networks has the benefit of increasing promotion and awareness about brand through sharing and it gives an alternative to email marketing to broadcast promotions and content to customers that dona€™t favour email marketing.
We think there are bigger gains in connecting and using customer data using social, transactional customer data and with digital analytics to refine marketing through approaches such as social media outreach, conversion rate optimisation and marketing automation.
2012 has seen more use of the relatively new Adwords Remarketing technique and we can expect to see this increase in 2013.
If you're looking for more data summarising trends in technology adoption I recommend the annual Mary Meeker report published on the 3rd December. For me the two most telling technology trends from this compilation are again around mobile marketing where we can see the rapid adoption of Tablets and Android compared to previous compilations.
We hope you find this look at the major trends in marketing useful as a prompt for what to include in your digital strategy and roadmap for new developments.
Great Article – i work in Recruitment and we are seeing a huge lean towards mobile and content marketing to engage new customers on a B2B and B2C level.
Thank you for the comment Stuart, and your input on Smart Insights during the year – it’s much appreciated!


I wonder what difference it would make to the poll – probably increase the share for mobile marketing? It was just a thought experiment – refocusing the question towards the customer caused me at least to think differently. Big data (tracking customer behaviour) is likely to return the greatest benefit for my small business clients during 2013. Content Marketing would also make a great impact in 2015 and we can expect to see more budget allocated to the preparation and distribution of quality content. We also see that Social Media Marketing will be recognized as one of the pillars of marketing. You used to walk through Midtown Manhattan and see people on the street in front of office buildings taking a smoking break. Go to a marketing event and a speaker, usually from a mobile vendor, will ask attendees to raise their hands if they have a smartphone. If your audience skews younger, accounting for a mobile behavior is likely quite important in your marketing plans. Since there’s basically an app for everything these days and new ones are developed daily, it’s no wonder predictions are made for there to be more than 4 billion app users worldwide in 2017.
And it’s not just targeting a large group of their audience, but the capability of targeting individuals. Businesses are using mobile app marketing techniques to create a more personalized experience for their users.
Through location technology and knowing a user’s mobile history, businesses can target each user with relative mobile apps and sites. The average smartphone user downloads anywhere from 25-40 apps, but then only regularly uses half or a third of those.
With the Starbucks app, customers pay for their coffee and track their purchases on their smartphones.
It’s a way to stay connected with friends and family, a way to get and share information, and a great way for businesses to reach their consumers.
Facebook for example lets you quickly set up mobile app ads to push to users.  Other tactics could include Facebook remarketing, promoted tweets, LinkedIn sponsored updates, Stumbleupon paid discovery and other tools or maximum exposure. Adapting isn’t a new concept, and like the example above with Misfit, it’s very possible for a company to do. They just mean businesses need to continue evolving and improving with technology and the times, and businesses must fully understand the needs of their customers to make sure their mobile apps and mobile marketing strategies are meeting those needs. The use of mobile devices will continue to rise and those that ignore it will be left behind! The data gathered from mobile analytics will give you insights that will allow you to take action in a variety of areas. This new area of mobile game marketing has acquired new focus, with marketers concentrating on the trends that are going to unfold in 2015.
YouTube and other video advertising is the fastest growing segment, and their effectiveness has already proven higher than banner ads and other advertising options. Rigorous social media integration driven toward viral sharing will ultimately add enough value to user preferences, and at the same time, this offers far better return on investment (ROI) for the marketers. Various global players are taking interest in apps that have been limited to their regions. Today, even paying or offering incentives to the audience for watching ads or rating them is increasingly being popular. Naturally, with a number of apps from big players gaining top ranks, it’s harder than ever for new or lesser known apps to gain higher ranks. We have already seen that tablets are losing sales compared to phablets, which are now taking the lead — and this gives marketers a bigger opportunity for offering their ads on big screens with rich visual attributes. It has been a consistent experience by most marketers that users become more receptive to ads that offer them more freedom of choice or offer them incentives or just give them chance to rank ads or just openly declare their opinions about ads. Going specific and targeting user preferences at micro-level is often the key to gain inroads and make an impression that converts to better business. This is one of the reasons why wea€™ve created the [Whata€™s New in Marketing" updates, to give a monthly summary to help people working in marketing and using digital technologies see the latest developments which really matter. Ita€™s incredibly important to sales in some consumer markets where there is a sweet spot of mobile use to sales. Content marketing supports SEO, Pay-per-click, landing pages and conversion rate optimisation, social media marketing and social media marketing. However, social networks have many limitations compared to communities developed on a brand site including the need to use paid advertising (Facebook EdgeRank), limited direct sales from social networks, limited options for creating tailored experiences, limited data capture and personalisation at an individual level).
This is something that organisations collect about their customers in order to do something like offer them a product or send them a message. Over the last several years, Google has been increasing its ability to tailor results for the individual. We will follow-up with a more detailed post looking at innovation across the other areas of RACE and how they impact on Ecommerce. If you look it more broadly as using customer insight from different sources to improve the customer experience and convert to more relevant products I’m all for it. That is, responsive websites will become even more critical and potentially take a huge leap with multiple websites switching to responsive design. In 2014, we already saw that 93% of B2B marketers engage in some sort of content marketing. Apps such as Twitter allow businesses to sell their products instantly and directly on the user’s news-feed without leaving the app.
It is expected that content from emails will be re-purposed and will now be featured as friendly downloadable PDFs, eBooks and Whitepapers. In 2015, Native advertising will shift from being solely about promotional content to being more about relevant content and will become an important part of online advertising.
Social elements, video and animation will engage users, and a simple interface will ensure they can take the desired action. Doing this means their users are more likely to download the apps and visit the sites shown, which also means those businesses will better monetize their mobile visitors. It also has a loyalty program, My Starbucks Rewards, where customers earn rewards when they purchase with their phones and then can redeem their rewards for free Starbucks products.
According to one study, social penetration (how much of the population is using a social network on a monthly basis) is around 40% across the globe and growing.
About two-thirds of smartphone and tablet users access their social network accounts from mobile devices, with Facebook being the top smartphone app accessed. Video is a fun way of sharing information, not to mention easier for users to digest that information.


Instead, they’re devices with apps that collect a user’s data and relay real-time notifications and feedback to them, and people are loving it. All that’s required is making some tweaks to their existing mobile app to fit their own wearable design. Its CEO said he knew only making fitness trackers would put him out of business within the next year, so recently Misfit partnered with Pebble to make the Misfit app and its algorithm technology available on a Pebble smartwatch. Partnering with other companies to give customers exactly what they need is one way of adapting. I think that analytics tools will be a large part of the equation as well, since it is vital to know how mobile plays into the customer journey. Videos enjoy far better views because are more engaging and direct compared to other forms of ads. Once a game goes viral, accompanying ads quickly reaches million views and offer far better business promotion, and without rigorous social media integration, it’s almost impossible to accomplish this.
Similarly, offering users choice for filtering ads will make them feel more comfortable with them.
Naturally, this typical focus on engaging users and offering them better control on ads is a trend that is continuing to be stronger in the time to come. He loves writing about his insights into the Android ecosystem and sharing his views with like-minded people.
So much of whata€™s discussed daily in digital marketing is useful or interesting, but just noise.
These are marketing activities where we expect to see the most increased investment and focus in 2013. I have put my eight trends in order of current interest in marketing based on marketers Ia€™ve spoken to while at conferences, workshops or when consulting. In other types of business, the proportions of tablet and smartphone access are lower, less than 10% in some cases, but theya€™re only heading in one direction. So we expect to see more medium and large companies growing branded communities on their own site alongside their social presence.
While not new and possible for many years, we are seeing more triggered emails such as welcome sequences. The advent of social recommendations in Google+ and Google Authorship favours brands with the biggest engagement who do more than simply promote through social media, but take customer engagement seriously. If you were just optimizing for technology, you could simply, or not so simply, make sure something reads well on mobile. Certain customized aspects – such as location-targeting – are always necessary for local businesses and increasing physical traffic along with digital.Location-based advertising often goes hand-in-hand with local searches. More apps are out there than people can handle, causing a serious case of mobile app burnout.
This app shows Starbucks understands its customers needs because it makes life easier for every on-the-go Starbucks customer by helping them more quickly get in and out with their coffee, not to mention a chance at free stuff which all customers love. Because video is such a strong mobile traffic driver, businesses need to start producing awesome video content. Now instead of a sports band, users can wear a regular-looking watch and with one glance can see the time, their number of steps and other activity the Misfit app tracks. But the best way of being prepared and adapting to these changes is staying up to date with the mobile industry, taking the time to really understand mobile trends and making mobile a top priority. No question that consumer have different behaviors when using a mobile device versus a laptop or desktop computer so real-time insights (as you mentioned) are huge.
In the one hand, world-renown games are partnering with regional brands to make inroads into various regions. Another major stress is on the native advertising and localization aspects of ads and taking search engine lead just by helping audiences find what they need. Leveraging the brand reputation with array of apps has been a strategy for many big companies for some time, and it has only made things more competitive for the new apps.
Once you know what users want at various levels, you can classify, make priorities and make ads better by addressing user preferences at granular level. The activities will gain the funding since they will have the biggest impact in creating additional leads and sales and strengthening brands.
I have spoken at three mobile marketing conferences in the Autumn, so that skews it a bit, but does indicate the interest.
The debate continues as to whether mobile access will exceed desktop by 2014 or 2015 (see our mobile statistics post for the latest). Every site should have conversion paths to marketing outcomes which contribute to the business.
Increased adoption is made possible through low-cost email systems like Aweber, MailChimp and Office Autopilot. I just read that Facebook’s biggest regret was not getting in on mobile marketing sooner! With this happening, a business needs to make sure if they create an app for their consumers that they create a useful app their users can really connect with. This user specific approach to advertisement is the latest dominant trend that no time soon will fade away. It doesna€™t focus on the latest new Ecommerce technologies and marketing techniques, I will create an additional post on this.
See the latest Mary Meeker review at the end of this post for more on trends in mobile adoption.
This area gets more important when tactics and techniques centred around social and content marketing are used to increase leads, since the a€?qualitya€™ of leads generated can start to vary, which also leads us on to the next point, number 5. See the full 2015 Digital Marketing Trends infographic by Syndacast here to see how Mobile Marketing will play out, as well as other notable trends. Modern life demands a constant connectivity, and the number of people who own a cell phone continues to rise.
For retailers with an optimized mobile site and ads, the benefits can be great – nearly three-fourths made purchases after searching.Both mobile advertising and search are on the rise.
This actually enhances user engagement and only shows ads in a responsive and effective manner. Businesses looking to improve sales and customer acquisition need to begin testing now, to ensure success in mobile marketing this year. Facebook is a work-in-progress as well, although the payoff thus far has been immense, with 20% of their ad revenue coming from mobile.



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